How to Maximise Your Organisation’s LinkedIn Presence with a Company Page
Your organisation’s LinkedIn Company page is an invaluable way to showcase your organisation, attract potential clients and employees. You’ll need imagery consistent with your website, as well as a plan for the type of content that’s relevant for your current and future followers on LinkedIn. And, if it’s just your team and friends following your company page, you’ll also need a follower strategy.
We’re seeing an increasing number of organisations embrace the many features LinkedIn now offers via the company page. Some of these features are free and some are paid. Before posting more regularly via your LinkedIn company page, we recommend you have a Strategic Content Framework, which considers your overall online presence, content plan, ideal clients and commercial goals.
Here’s 3 steps for getting more from your organisation’s LinkedIn Company Page.
1. Optimise your LinkedIn Company Page
You can optimise your Company Page by including a relevant cover image (consistent with your website imagery), About Us (consistent with your website copy) and provide a link to your website. I also recommend you consider two other features:
LinkedIn Company Page Pinned Post Feature
This allows new visitors to the page to engage with your goals for being on LinkedIn. Here’s Think Bespoke’s pinned post. Our goal is to encourage LinkedIn members interested in our insights to sign up to our monthly newsletter.
Make sure employees list your organisation correctly on their LinkedIn Profiles
When we’re asked to audit an organisation’s LinkedIn presence, we notice that many employees (and even the owners of the business) do not have their organisation’s LinkedIn company page featured in the experience section of their LinkedIn Profile. This is a missed opportunity as it means that potential clients who are researching your organisation online are not getting the full picture on LinkedIn. Below is an example of how Think Bespoke’s LinkedIn company page features our team.
I encourage you to check all team members have listed your organisation correctly on their profiles as it’s the only way you’ll be able to get your logo featured in the experience section. This assumes you have created a company page and added your logo. Below is an example of how Think Bespoke appears on my profile.
2. Post Regular Content Based on Your Goals for LinkedIn
Deciding what to post from your LinkedIn Company page will be determined by your commercial goals and content marketing plan. It may also be influenced by the resources and knowledge within your business to manage this. We recommend you post at least 3 times a week and focus on value adding content for your LinkedIn community.
You need to agree with the key stakeholders in your sales and marketing team what the overall promise is to the followers of your company page. This is a key step for curating content and will also help people know what sort of updates they can expect to read or watch from your page. You will need to post a mix of owned (created by your organisation) content, curated (created by a relevant and authoritative source) content and a small amount of promoted content. It’s important you get this mix right and use the analytics available to you via the company page admin features.
Below is an example of Think Bespoke’s company page analytics which we review regularly to guide us on the type of content our followers are engaging with.
3. Check Out LinkedIn’s Checklist for Brand Success
LinkedIn has created an Organic + Paid media checklist that spells out 5 steps for a strong, organic brand presence on LinkedIn. It is a useful guide to help you determine how you might approach the content you create for your LinkedIn Company Page.
LinkedIn also offers paid advertising options for your LinkedIn Company Page which we recommend you explore ONLY once you’ve mastered the basics.